Quartz-loving Ubisoft goes Joaquin Phoenix: “You don’t get it”

There’s a lot in this world that people don’t get. Things like the existence of pizza Hawaii, why you can drink a drink but not food a food, and sex (not me though, I do the sex all the time). For a year or so, NFTs is another one of those things people just don’t understand. Not my words, but Quartz-loving Nicolas Pouard’s. Nicolas is Ubisoft’s Strategic Innovations Lab VP and he honestly believes we’re just too damn ignorant to understand the benefits.

So, NFTs. What are those anyway? Non-Functional Testicles? Close. NFT stands for Non-Fungible Token and basically, NFTs are like unique in-game items that are assigned to one individual. Think of that rifle-monologue in Full Metal Jacket. There are many like it, but this one is mine. Or like a sweet ride. You are not the only one with that make or model, but your car is registered to you. The difference is, those things are all tangible. You can actually touch them. NFTs, on the other hand, are nothing more than ones and zeros.

Still, plenty of publishers are totally stoked about them. Putting digital trinkets in games and making them saleable, creating a market within the gaming ecosystem… who’d say no to that? Well… gamers do. A lot of them. But publishers don’t give a shit. In fact, some of them consider us too dumb to understand it. Like Ubisoft, so it seems. After introducing the fanbase to Quartz – Ubi’s wildly unpopular NFT program – the internet went berserk and collectively disliked its introduction vid on YouTube. And you know what? Ubisoft already knew it would spark the following controversy. Listen to Ubisoft’s Strategic Innovations Lab VP Nicolas Pouard, who’s defending Quartz like it could cost him his life if he didn’t.

“But Quartz is really just a first step that should lead to something bigger. Something that will be more easily understood by our players.”

“I think gamers don’t get what a digital secondary market can bring to them. For now, because of the current situation and context of NFTs, gamers really believe it’s first destroying the planet, and second just a tool for speculation.

“But what we [at Ubisoft] are seeing first is the end game. The end game is about giving players the opportunity to resell their items once they’re finished with them or they’re finished playing the game itself.

“So, it’s really, for them. It’s really beneficial. But they don’t get it for now.”

You know, it’s actually kinda sad to see somebody so goddamn stuck in his own plan that he doesn’t get that people just aren’t feeling it. Separate from the fact if people “get it” or not, we just don’t want it. The devs at Stalker 2 seemed to understand and wisely pulled out of the NFT plans they had. But according to Pouard, that also had everything to do with us not being able to comprehend the endless possibilities.

“It’s saddening to see there’s still some resistance based on misunderstanding. But I’m not sure we can really compare what Stalker 2 was trying to do with what we are trying to achieve with Quartz. It’s not the same use-case to the players, I would say.”

So, to sum up, Ubisoft’s conclusion is that we’re just too ignorant to accept the evolution of gaming. Ubisoft, on the other hand, seems to be too ignorant to figure out we don’t give a fuck. Why would we want to know? We’re in this industry because we want to play games, remember? The only thing Ubi is doing right now is pitting gamers against them. A very unwise thing to do when your reputation is already at risk. I’m just sayin’…